Indicative examples of brand-purpose pairs included in this study
| Brand/purpose pairs | Description |
|---|---|
| Nike/Equality and non-discrimination | Nike has consistently fought against social issues that prevent people from maximizing their full potential (such as gender and racial inequalities), leveraging the brand for impact through diversity, inclusion and the power of sports. In 2018, Nike earned significant media attention with its Colin Kaepernick campaign showing support for his racial justice movement |
| The Body Shop/Forever against animal testing | The Body Shop is a well-known cruelty-free cosmetics brand company. In 1989, it was the first international beauty brand to campaign against the use of animal testing, partnering with cruelty-free international. Innovative and effective cruelty-free ingredients are used in their products |
| Dove/Self-esteem | Through the self-esteem project, the personal care brand Dove has been committed to promoting real beauty and body confidence, with the “Real Beauty” campaign first launched in 2004. The Dove self-esteem project benefits 17 million people in over 100 countries |
| Patagonia/Environment | Patagonia is an outdoor apparel brand that was born out of purpose. Patagonia has been an active supporter of environmental causes since 1985, from products to company culture, including the donation of 1% of total annual sales to grassroots environmental groups |
| Lush/Sustainability and animal cruelty-free | Purpose is at the heart of Lush. It supports a global ban of animal testing on cosmetics, and stands for sustainability, aiming to become a full circular business. Lush’s products are handmade, use ethically sourced ingredients and are package-free (or “naked”) |
| Avon/For women | For 135 years the beauty brand Avon has been creating positive change for women. Since 1955, the Avon Foundation runs programs that allow women and their families to lead safe and healthy lives. Among them, the breast cancer promise aims to educate and promote awareness about breast health |
| Brand/purpose pairs | Description |
|---|---|
| Nike/Equality and non-discrimination | Nike has consistently fought against social issues that prevent people from maximizing their full potential (such as gender and racial inequalities), leveraging the brand for impact through diversity, inclusion and the power of sports. In 2018, Nike earned significant media attention with its Colin Kaepernick campaign showing support for his racial justice movement |
| The Body Shop/Forever against animal testing | The Body Shop is a well-known cruelty-free cosmetics brand company. In 1989, it was the first international beauty brand to campaign against the use of animal testing, partnering with cruelty-free international. Innovative and effective cruelty-free ingredients are used in their products |
| Dove/Self-esteem | Through the self-esteem project, the personal care brand Dove has been committed to promoting real beauty and body confidence, with the “Real Beauty” campaign first launched in 2004. The Dove self-esteem project benefits 17 million people in over 100 countries |
| Patagonia/Environment | Patagonia is an outdoor apparel brand that was born out of purpose. Patagonia has been an active supporter of environmental causes since 1985, from products to company culture, including the donation of 1% of total annual sales to grassroots environmental groups |
| Lush/Sustainability and animal cruelty-free | Purpose is at the heart of Lush. It supports a global ban of animal testing on cosmetics, and stands for sustainability, aiming to become a full circular business. Lush’s products are handmade, use ethically sourced ingredients and are package-free (or “naked”) |
| Avon/For women | For 135 years the beauty brand Avon has been creating positive change for women. Since 1955, the Avon Foundation runs programs that allow women and their families to lead safe and healthy lives. Among them, the breast cancer promise aims to educate and promote awareness about breast health |
Source:
Sharing content requires targeting cookies to be enabled. Please update your cookie preferences to use this feature.